LAB 3: Human-Centred Design Case Study of Cellphones in Developing Countries
1) Jan Chipchase's role is defined as a "user anthropologist". Normally when a worker is sent to another country, it is to sell a product. However, Jan's role is to simply research and get a solid understanding of other cultures. This insider information is used by corporate to target specific areas cultural norms properly.
There are many benefits to analyzing the cultures of different areas. North American customs are extremely different from the cultural norms from different places around the world. However, many North American marketers still target other countries in a similar way to how they target their own culture. Or, many marketers only do outside research, which only gives them a surface understanding of other cultures. In order to truly understand what marketing efforts would be successful in another country, it is essential to truly understand the specific cultural norms of your target country.
Jan specifically understands the stages of the product life cycle (introduction, growth, maturity, and decline). The cellphone is now between the growth/maturity phase in North America. Therefore, marketers target us appropriately to that stage of the life cycle. However, the cellphone is only in the introduction phase in countless countries around the world. That means that marketers need to target their marketing efforts specifically to that stage of the product life cycle.
2)
Promoting Good Governance: Microfinance actively promotes effective, participative systems of governance in all levels of society. This concept will push poor countries towards the complex financial systems in North America and Europe. Though they will be on a much smaller scale, an awareness and understanding of finance is a good start.
Achieving a Sustainable Economy: Many countries around the world have very unsophisticated economies. Though it is important to cover the basic needs of life, it is also important to accelerate these countries (to start getting them caught up to the level of our economies). By rebuilding a country's economy, there is the opportunity for achieving a sustainable economy, and giving future generations a better life.
1) Jan Chipchase's role is defined as a "user anthropologist". Normally when a worker is sent to another country, it is to sell a product. However, Jan's role is to simply research and get a solid understanding of other cultures. This insider information is used by corporate to target specific areas cultural norms properly.
There are many benefits to analyzing the cultures of different areas. North American customs are extremely different from the cultural norms from different places around the world. However, many North American marketers still target other countries in a similar way to how they target their own culture. Or, many marketers only do outside research, which only gives them a surface understanding of other cultures. In order to truly understand what marketing efforts would be successful in another country, it is essential to truly understand the specific cultural norms of your target country.
Jan specifically understands the stages of the product life cycle (introduction, growth, maturity, and decline). The cellphone is now between the growth/maturity phase in North America. Therefore, marketers target us appropriately to that stage of the life cycle. However, the cellphone is only in the introduction phase in countless countries around the world. That means that marketers need to target their marketing efforts specifically to that stage of the product life cycle.
2)
Promoting Good Governance: Microfinance actively promotes effective, participative systems of governance in all levels of society. This concept will push poor countries towards the complex financial systems in North America and Europe. Though they will be on a much smaller scale, an awareness and understanding of finance is a good start.
Achieving a Sustainable Economy: Many countries around the world have very unsophisticated economies. Though it is important to cover the basic needs of life, it is also important to accelerate these countries (to start getting them caught up to the level of our economies). By rebuilding a country's economy, there is the opportunity for achieving a sustainable economy, and giving future generations a better life.